“Apple’s short film ‘Welcome Home,’ directed by Spike Jonze and starring FKA twigs as a beleaguered city dweller whose drab apartment becomes a colorful, shape-shifting oasis thanks to her HomePod device, is easily one of 2018’s most captivating ads so far,” Tim Nudd writes for AdWeek.

“Now, we get a behind-the-scenes look at the film, which not only answers all of our questions about how it was made,” Nudd writes, “it might just be the most engaging, comprehensive and flat-out best BTS video we’ve seen for an advertisement.”

“Videos of this sort usually clock in at a few minutes long and offer a cursory glimpse of the creative process — quite literally going through the motions. Not this one,” Nudd writes. “The almost seven-minute mini-documentary, directed by Danilo Parra, explores all the creative disciplines in wonderful detail, shedding light on the challenges that the intricate piece presented every step of the way.”

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6 Comments

No space occupied by FKA Twigs could ever be described as “drab.” This video strikes home on every level. The dancer’s story, Anderson .Paak’s– ‘Til It’s Over music, I can’t stop watching it. I swear the music was made for the Apple HomePod.

Cut out one min. from the right of middle, keep the double girl, and the ending. Some of the passages are strung along as if Spike wanted to avoid not using some of the whizbang production values. Somehow, the woman’s transition from spent to enegertic is overly abrupt. So it’s longer than it needs to be to make the statement. Also, “More HomePod.” The beginning was super good in that it delved into the person’s psyche. The dancing is expertly done as it should be but that passage is too long.

Yet, after so many years Siri remains disappointingly less than adequate.
Apple’s decision makers seem to be continually distracted by “new and shiny objects” instead of Apple’s [original] core mission; “It just works.”
…Understand that this is not a fun [exciting] part of the business, and requires lots of knuckling down [real work].
Maybe encourage ADHD counseling for all Apple executives. 😊